Advertising and Promotion
Final Test Solutions
Course Introduction
This course explores the fundamental principles and practices of advertising and promotion within the context of modern marketing. Students will examine the strategic role of advertising in brand communication, campaign planning, media selection, creative message development, and promotional tactics. Through the analysis of case studies and current industry trends, participants will learn how to integrate various promotional tools such as sales promotions, public relations, and digital marketing into coherent campaigns that effectively reach and influence target audiences. The course also addresses ethical considerations and the impact of evolving technologies on advertising strategies.
Recommended Textbook
Marketing 11th Edition by Roger A. Kerin
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22 Chapters
6792 Verified Questions
6792 Flashcards
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Page 2
Chapter 1: Creating Customer Relationships and Value
Through Marketing
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264 Verified Questions
264 Flashcards
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Sample Questions
Q1) Assume you are a salesperson for a direct marketing firm that does "in-home" Tupperware parties.If most of your hosts or hostesses hold only one party a year,what strategies could you use to build strong customer relationships? If you are creating your own business for this example,make sure to describe your product(s)in your introductory sentence.
Answer: A quality answer should have a strong emphasis on regular,sustained communication with customers and Tupperware representatives,whether it is through personal contact by phone,notes,e-mails,etc.Answers that are creative and supply product specific examples should be encouraged.
Q2) people would assume that in marketing the only thing of value to "exchange" would be monetary (check,credit/debit,currency,and/or coin transactions).What else can be exchanged? Provide an example of a nonmonetary transaction that still fits the criteria of exchange.
Answer: The trade of things of value between buyer and seller so that each is better off after the trade.This could include exchange of votes for political leadership,donations of time in exchange for feelings of generosity,etc.It would also include barter,the practice of exchanging products and services for other products and services rather than for money in both domestic and global markets (see Chapters 7 and 13).
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Chapter 2: Developing Successful Organizational and Marketing Strategies
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330 Verified Questions
330 Flashcards
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Sample Questions
Q1) Apple,a multimarket,multiproduct firm,manufactures and markets iMacs,iPods,iPhones,and iPads as a portfolio of businesses.At what organizational level does Apple set the strategic direction for these businesses to create customer value?
Answer: The iMacs,iPods,iPhones,and iPads,which in effect comprise a portfolio of businesses,operate as a strategic business unit (SBU)of Apple.At the strategic business unit level,Apple marketing managers set the strategic direction for these products to clearly defined groups of customers.
Q2) Specialized functions such as marketing and finance are generally referred to as
A) teams
B) groups
C) divisions
D) departments
E) business units
Answer: D
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Page 4
Chapter 3: Scanning the Marketing Environment
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339 Flashcards
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Sample Questions
Q1) Better Business Bureau (BBB)tries to use __________ to get its members to comply with its standards of business conduct.
A) the FTC
B) industry trade associations
C) moral suasion
D) the courts
E) competitors
Answer: C
Q2) Concern for health and fitness is one reason that 51 million people in the United States report that they are trying to control their weight.This concern is an example of A) changing values.
B) changing population composition.
C) changing demographics.
D) an increase in value consciousness.
E) changing ethnic composition.
Answer: A
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Chapter 4: Ethical and Social Responsibility for Sustainable Marketing
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203 Verified Questions
203 Flashcards
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Sample Questions
Q1) Provide concrete examples for the four classifications marketing decisions according to ethical and legal relationships.
Q2) Enron's Chief Financial Officer Andrew Fastow was indicted and then pleaded guilty on a charges of securities fraud in the Enron case and was accused of enriching himself and his family at the company's expense.Fastow,in his tenure with Enron,acted
A) ethically but illegally.
B) ethically and legally.
C) unethically and illegally.
D) unethically but legally.
E) in a socially responsible manner.
Q3) code of ethics refers to
A) a formal statement of moral and ethical business attitudes.
B) a formal statement of ethical principles and rules of conduct.
C) an informal guide of ethical principles and moral conduct.
D) the written document stating the beliefs and values of each employee in a firm.
E) a firm's itemized list of business activities that are and are not consistent with the company's mission statement.
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Page 6
Chapter 5: Understanding Consumer Behavior
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361 Verified Questions
361 Flashcards
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Sample Questions
Q1) the VALS framework,consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to.A segment of the achievement-motivated groups,known as __________,are trendy,fun-loving,and less self-confident than Achievers.
A) Strivers
B) Experiencers
C) Believers
D) Makers
E) Survivors
Q2) the hierarchy of needs water,food,and oxygen would be considered __________ needs.
A) physiological
B) safety
C) social
D) personal
E) psychological
Q3) might Ford Motor Company apply the three methods of attitude change in its marketing activities?
Q4) Explain how attitudes are shaped by our values and beliefs.
Q5) does lifestyle mean and why is it important to marketers?
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Chapter 6: Understanding Organizations As Customers
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264 Verified Questions
264 Flashcards
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Sample Questions
Q1) systematic appraisal of the design,quality,and performance requirements of a product to reduce purchasing costs is referred to as
A) cost analysis.
B) a make-buy decision.
C) value analysis.
D) procurement analysis.
E) a buy class decision.
Q2) Which of these statements regarding organizational buyers is most accurate?
A) Wholesalers and retailers resell the goods they buy without reprocessing them.
B) Wholesalers and retailers alter the products they sell to meet the specific needs of their customers prior to sale.
C) Manufacturers purchase processed goods and resell them to suppliers who in turn resell them to ultimate consumers.
D) Ultimate consumers can be considered organizational buyers when they purchase in large quantities or make long-term purchase agreements.
E) Government agency purchases are more similar to ultimate consumer purchases than they are to wholesalers and retailers.
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8
Chapter 7: Understanding and Reaching Global
Consumers and Markets
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338 Verified Questions
338 Flashcards
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Sample Questions
Q1) Austria has been described as "the very heartland of European coffee culture." These "coffee-knowledgeable" Austrians drink 21.5 liters of coffee per person annually.Starbucks wanted to open coffee houses in Austria and sell Starbucks coffee there.For Starbucks,the Austrian level of coffee-drinking sophistication would be an example of A) structural conditions.
B) demand conditions.
C) sociocultural conditions.
D) competitive conditions.
E) factor conditions.
Q2) administrative,marketing,and manufacturing operations that many international firms,multinational firms,and transnational firms have around the world are often called A) divisions.
B) outlets.
C) departments.
D) markets.
E) holding companies.
Q3) Three types of companies populate and compete in the global marketplace.Identify and succinctly describe each type.
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Chapter 8: Marketing Research: From Customer Insights to Actions
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300 Verified Questions
300 Flashcards
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Sample Questions
Q1) Grape-Nuts was one of the first cereals Post Cereal Company ever marketed.It scores well in brand awareness studies,but recently its sales have been steadily declining.Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first
A) update the flavor of the cereal by making it slightly sweeter.
B) increase the amounts spent on advertising and promotion.
C) do marketing research to identify what needs were not being satisfied.
D) hire additional salespeople who were younger and more assertive to contact grocery stores.
E) realign Grape-Nuts as a "star" and increase production.
Q2) Marketing information or data consists of secondary and primary data.Define each of these types of marketing information.Give examples for secondary and primary data.
Q3) obtained by manipulating factors under tightly controlled conditions to test cause and effect is an example of
A) questionnaire data.
B) virtual modeling.
C) an experiment.
D) a panel.
E) nonprobability sampling.
Page 10
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Chapter 9: Market Segmentation,Targeting,and Positioning
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240 Verified Questions
240 Flashcards
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Sample Questions
Q1) be identified as a market segment,its members must
A) represent a large share of the entire market and have buying power.
B) have common needs and respond similarly to a marketing action.
C) have different needs and have potential for future growth.
D) have different needs and respond similarly to market actions.
E) have the potential for future growth and increased profit or ROI.
Q2) marketing action that can be taken to sell a single product or service to multiple market segments is to
A) develop and produce another version of the product.
B) manufacture products that appeal to different markets.
C) develop separate promotional campaigns.
D) purchase another firm that has additional products that would appeal to multiple markets.
E) issue stock to fund additional research and development for new products.
Q3) are the three types of data needed from consumers to develop a perceptual map?
Q4) Assume you are manager of The Outback Steak House,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and its (their)respective segmentation variable(s)you would use to segment the U.S.market and explaining why each the appropriate market segmentation strategy.
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Chapter 10: Developing New Products and Services
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305 Verified Questions
305 Flashcards
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Sample Questions
Q1) Marissa,a college student,and her father,a wealthy businessman,were each considering the purchase of a new automobile.As a college student with limited financial resources,Marissa went from car dealer to car dealer in several different cities searching for the lowest price on a new economy car.She devoted a great deal of time and energy to getting the best value for her money.For Marissa,an automobile was a __________.
A) specialty product
B) unsought product
C) discretionary product
D) shopping product
E) convenience product
Q2) Electronics recently introduced the Fridge-TV.This is an example of which type of innovation?
A) inventive innovation
B) continuous innovation
C) discontinuous innovation
D) dynamically continuous innovation
E) continuous invention
Q3) Characterize the difference between a product line and a product mix.Give an example of each.
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Page 12
Chapter 11: Managing Successful Products,Services,and Brands
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404 Verified Questions
404 Flashcards
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Sample Questions
Q1) terms of new product purchases,early adopters __________.
A) have a fear of debt and use neighbors and friends as information sources
B) are skeptical and have below average social status
C) are deliberate and use many informal social contacts
D) are leaders in social settings and have a slightly above average education
E) are venturesome, highly educated, and use multiple information sources
Q2) concept of the diffusion of innovation shows how a product "diffuses" or spreads through the population over time.The consumer population is divided into five categories of product adopters based on when they adopt (i.e.,first buy)a new product.Each product adopter category has a unique profile.Consumers who have a fear of debt and depend on neighbors and friends as their information sources are called __________.
A) innovators
B) early adopters
C) early majority
D) late majority
E) laggards
Q3) There are several visible differences between the two packages in the Brawny comparison photos shown above.Discuss which aspect(s)might be considered legal but unethical,and why.
Page 13
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Chapter 12: Services Marketing
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218 Verified Questions
218 Flashcards
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Sample Questions
Q1) a person establishes expectations for a service not yet experienced is influenced by word of mouth communications,personal needs,__________,and promotional activities.
A) how the organization delivers its service
B) past experiences
C) competitive trends
D) the economy
E) consumer income
Q2) Developing,pricing,promoting,and delivering services is challenging because the quality of a service is often
A) inseparable.
B) inconsistent.
C) inventoried.
D) tied to a product.
E) independent of the quality delivered.
Q3) and define the five dimensions of service quality described in the text.
Q4) Describe the three ways services can be classified.
Q5) and explain the key elements of future services.
Q6) is a customer contact audit? Outline the contact audit for a typical visit to your dentist.
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Chapter 13: Building the Price Foundation
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312 Verified Questions
312 Flashcards
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Sample Questions
Q1) Barter is the practice of exchanging products and services for other products and services rather than for ___________.
A) value
B) ideas
C) promises
D) tariffs
E) money
Q2) buying situation can involve comparing the costs and benefits of substitute items-such as real sugar to the sugar substitute Splenda,which,although more expensive than sugar,is purchased by many consumers because it contains no calories.This situation involves the consumer considering
A) a marginal analysis.
B) a profit equation.
C) a break-even analysis.
D) price elasticity of demand.
E) a reference value.
Q3) 1 of the price-setting process identifies pricing objectives and constraints.Describe the constraints a firm is likely to face.
Q4) factors determine price elasticity of demand?
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Chapter 14: Arriving at the Final Price
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398 Verified Questions
398 Flashcards
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Sample Questions
Q1) two general methods for quoting prices related to transportation costs are uniformed delivered pricing and __________.
A) regional pricing
B) flexible pricing
C) mode of transportation pricing
D) FOB origin pricing
E) FOB destination pricing
Q2) Cost-plus pricing refers to
A) summing the total unit cost of providing a product or service and adding a specific amount to the cost to arrive at the price.
B) setting the price of a line of products at a number of different price points.
C) adding a fixed percentage to the cost of all items in a specific product class.
D) setting prices to achieve a profit that is a specified percentage of the sales volume.
E) increasing the price slightly to protect against undue profit losses from unforeseen environmental factors.
Q3) is standard markup pricing and when would it be used?
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16
Chapter 15: Managing Marketing Channels and Supply Chains
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344 Verified Questions
344 Flashcards
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Sample Questions
Q1) the number of intermediaries between a producer and buyer increases,the channel is viewed as increasing in __________.
A) variety
B) scope
C) depth
D) scale
E) length
Q2) Marketing channels help create value for consumers through four utilities.These utilities are
A) product, price, promotion, and place.
B) form, function, risk taking, and selling.
C) time, place, form, and possession.
D) transactional, logistical, facilitating, and marketing.
E) buying, selling, storing, and transporting.
Q3) of the sales growth strategies Amazon considered early on is __________.
A) sales of books
B) sales of consulting services
C) sales of original paintings and wall art
D) selling Amazon's distribution centers
E) sales of greeting cards and invitations
Page 17
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Chapter 16: Retailing and Wholesaling
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398 Flashcards
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Sample Questions
Q1) response to the changes in the United States,many direct sellers are implementing a __________ strategy by expanding into other countries with their current product lines.
A) market development
B) market penetration
C) accelerated development
D) product development
E) diversification
Q2) Costco requires customers to perform many shopping functions during the purchasing process and all nonessential customer services have been eliminated.What level of service does Costco offer?
A) limited-service
B) full-service
C) customized-service
D) self-service
E) restricted-service
Q3) is off-price retailing? Identify and give an example of the three variations of off-price retailing.
Q4) Briefly describe the three levels of service offered by retail outlets.
Q5) Briefly describe the two general types of franchises.
Page 18
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Chapter 17: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) Which of the following is an inherent strength of direct marketing?
A) Direct marketing can be adapted quickly to facilitate customer relationships.
B) Direct marketing is often the most credible source in the consumer's mind.
C) Direct marketing can provide complex information.
D) Direct marketing can quickly stimulate and maintain market share.
E) Direct marketing is a low cost means of reaching the target market.
Q2) push strategy is when a manufacturer
A) advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B) directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
C) forces a retailer to promote its products by placing national ads in local newspapers.
D) directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product.
E) directs retailers to promote one product over another to help balance fluctuations in inventory.
Q3) the key elements of the promotional mix.Why are they used?
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Page 19
Chapter 18: Advertising, Sales Promotion, and Public Relations
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Sample Questions
Q1) flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a
A) continuous schedule
B) phased schedule
C) pulse schedule
D) turnover schedule
E) intermittent schedule
Q2) Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.
A) advocacy
B) competitive
C) reminder
D) comparative
E) differentiation
Q3) are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?
Q4) Describe the three forms of product advertisements.What are their objectives?
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Q5) are the six steps for developing an advertising program?
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Chapter 19: Using Social Media and Mobile Marketing to
Connect With Consumers
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Sample Questions
Q1) business-oriented website that lets users post their profiles and connect to a network for business people is
A) LinkedIn.
B) YouTube.
C) Twitter.
D) Facebook.
E) Friendster.
Q2) business hoping to generate large online sales through posting ads on social networking sites but only pay when an ad actually generates a sale should use a performance measure of
A) "cost per action," and pay $50 for every purchase that originated from an ad on the site.
B) "cost per thousand," and pay $0.50 for every time an ad loads, up to $100 per month.
C) a "negotiated measure," and pay $100 to post their ad for two weeks.
D) "cost per click," and pay $0.50 for every visitor who clicks on the ad and goes to their website.
E) "cost per liker," and pay $1.00 for every visitor who likes the advertised product.
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Page 21
Chapter 20: Personal Selling and Sales Management
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Sample Questions
Q1) sales manager told the salesperson,"Your goal is to increase sales volume for the second quarter 5 percent over the sales volume of the first quarter." The sales manager voiced a(n)__________ sales objective.
A) output-related
B) input-related
C) behavior-related
D) cold-call related
E) market-related
Q2) sales process at Xerox typically follows the six stages of the personal selling process.During the fifth stage,the salesperson engages in __________ (gets a signed document or a firm confirmation of the sale).
A) a soft close
B) an interrogative close
C) an urgency close
D) an action close
E) a conditional close
Q3) Explain the difference between relationship selling and partnership selling.
Q4) Explain the difference between personal selling and sales management.
Q5) assumption does the stimulus-response presentation format make?
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Chapter 21: Implementing Interactive and Multi-Channel Marketing
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Sample Questions
Q1) an interactive marketing perspective,__________ is defined as the sum total of the interactions a customer has with a company's website,from the initial look at a home page through the entire purchase decision process.
A) digitalization
B) online marketing
C) website design
D) interactive marketing
E) customer experience
Q2) is the standard for measuring a meaningful marketspace company presence?
A) the sales compared to the marketplace alternative
B) the quality of the website design
C) the shopping cart
D) the quality of the customer experience
E) the eight second rule
Q3) terms of the online customer experience,content refers to
A) a website's capabilities to enable commercial transactions.
B) the text, pictures, sound, and videos that the website contains.
C) the multiple ways the website enables user-to-user communication.
D) the software codes and structures that support the website's applications.
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E) the website's mission statement and explanation of the company's foundation.
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Chapter 22: Pulling It All Together: The Strategic Marketing Process
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Sample Questions
Q1) According to Porter's framework regarding generic business strategy,there are two fundamental alternatives a firm can use to seek a competitive advantage.One of these is to
A) become the high-cost producer within the markets it competes and using a skimming pricing strategy to recoup these high R&D expenses.
B) adopt a "me too" strategy to achieve competitive parity.
C) become the low-cost producer within the markets in which it competes.
D) state its function in society to differentiate itself from competitors.
E) differentiate itself from competitors by developing similar marketing programs.
Q2) Loving Care Pets manufactures dog food specifically created for puppies under three months of age.In terms of the market-product grid framework,Loving Care Pets is a small firm without sustainable comparative advantages in marketing or production efficiencies.Loving Care Pets is using a __________ strategy.
A) market-product concentration
B) market specialization
C) product specialization
D) selective specialization
E) full coverage
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